GreenBook® Research Industry Trends Report

Technology AdoptionOnline communities and social media analytics arethe two most widely adopted research techniquesand approaches across the board (34% and 28%respectively). While a similar percentage of buyersand suppliers report using online communities(38% and 33% respectively), buyers are far morelikely to have used social media analytics (44%)than suppliers (24%) – a gap of +20 ppts.In the U.S., one third (34%) of researchers reportusing online communities and 28% have usedsocial media analytics, which is in line with theglobal data (34% and 28% respectively).Buyers are far more likely to have used social mediaanalytics (44%) than suppliers (24%) – a gap of +20 ppts.Which of the following research techniques and approaches have you used for a client or commissionedfrom a supplier?TotalUnder6 Years6+YearsGapResearchBuyers/ClientsResearchProviders/SuppliersGapBase: (673) (73) (600) + / - (131) (542) + / -% % % % % %Online Communities 34% 52% 32% +20% 38% 33% +5%Social Media Analytics 28% 36% 27% +9% 44% 24% +20%Mobile Surveys 22% 29% 21% +8% 16% 24% -8%Text Analytics 22% 23% 22% +1% 27% 21% +6%Webcam-Based Interviews 18% 14% 19% -5% 19% 18% +1%Eye Tracking 17% 19% 16% +3% 24% 15% +9%Apps based research 11% 18% 10% +8% 13% 10% +3%Visualization Analytics 10% 12% 10% +2% 15% 9% +6%Predictive Markets 10% 19% 9% +10% 11% 10% +1%Mobile Ethnography 9% 12% 9% +3% 7% 10% -3%Virtual Environments 9% 10% 9% +1% 10% 8% +2%Mobile Qualitative 8% 14% 7% +7% 2% 9% -7%Crowdsourcing 7% 7% 7% - 8% 7% +1%NeuroMarketing 6% 3% 7% -4% 9% 5% +4%Biometric Response 5% - 5% -5% 7% 4% +3%Serious Games 2% - 2% -2% 2% 1% +1%24 GreenBook Research Industry Trends